Content Rules

Book summary

Ann Handley is the Chief Content Officer for MarketingProfs, a company that offers marketing resources and training to 442,000 subscribers. She is the author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, a Wall Street Journal bestseller.

Editorial calendars are indispensable for organizing media output and ensuring consistency in content distribution. By appointing a Chief Content Officer (CCO) to develop detailed schedules—ranging from daily tasks like social media updates to quarterly goals such as publishing white papers—you can streamline your content strategy. Repurposing content across formats and platforms enhances visibility, as demonstrated by Kinaxis, which tripled its sales leads through structured content distribution. Establishing a unique brand voice, like PGA golfer Charlie King’s approachable tone or Cisco’s humorous videos, fosters personal connections with audiences. Tools such as QuantCast and Google AdWords can help tailor content to audience preferences, while platforms like WordPress and social media expand reach. User-generated content, such as Ford’s customer stories, deepens engagement, and shareable formats boost distribution. For B2B strategies, addressing the prolonged purchasing cycle requires content that anticipates client questions and aligns with both short- and long-term goals. Regular performance evaluation, SEO optimization, and strategic use of long-tail keywords ensure content remains impactful and visible.

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